There are less than 20 days left until the official opening of the Shanghai flagship store, but the Japanese fashion brand WEGO first faced a boycott from Chinese consumers. On September 4, WEGO announced that it will open a “WEGO HARAJUKU” concept flagship store on September 29 at 755 Huaihai Middle Road in Shanghai. This is not only its first physical store currently in the Chinese market, but also an important base for showing the future direction of the brand to Chinese consumers. However, just three days later, on September 7, WEGO announced a collaboration with the anime “My Hero Academia” in Japan and set a release date for the joint product on September 18. The animation has sparked domestic controversy due to suspicion of humiliating China, and September 18 is the 95th anniversary of the September 18 incident. After the news was released, many questions began to appear on WEGO-related Chinese e-commerce live broadcasts, and consumers also publicly expressed their boycotts on social media platforms. The Beijing News reports that related co-branded posts on WEGO's overseas social networking platforms were removed that night.

There are less than 20 days left until the official opening of the Shanghai flagship store, but the Japanese fashion brand WEGO first faced a boycott from Chinese consumers. On September 4, WEGO announced that it will open a “WEGO HARAJUKU” concept flagship store on September 29 at 755 Huaihai Middle Road in Shanghai. This is not only its first physical store currently in the Chinese market, but also an important base for showing the future direction of the brand to Chinese consumers. However, just three days later, on September 7, WEGO announced a collaboration with the anime “My Hero Academia” in Japan and set a release date for the joint product on September 18. The animation has sparked domestic controversy due to suspicion of humiliating China, and September 18 is the 95th anniversary of the September 18 incident. After the news was released, many questions began to appear on WEGO-related Chinese e-commerce live broadcasts, and consumers also publicly expressed their boycotts on social media platforms. The Beijing News reports that related co-branded posts on WEGO's overseas social networking platforms were removed that night.